Smaller Foreign Brands Making Inroads in U.S. Market
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Washington DC April 15, 2009; The AIADA newsletter reported that even though the U.S. automotive industry is experiencing its worst slump in decades – with sales of new vehicles down 38 percent, compared to the same three-month period in 2008 – the Detroit Free Press is reporting that Smart, Subaru, Hyundai, and Kia have enjoyed rare sales gains during the period due to their focus on compact and midsize vehicle categories.
All four brands offer one or more all-new or recently re-designed models and have virtually ignored the slower-selling large vehicle segments.
Smart's sales increase of 42 percent through March is largely because the European microcar brand was just hitting the U.S. market last year. Subaru, which was one of only two brands (along with Mini) to register a sales increase in 2008, has posted gains so far of 1.6 percent due in part to strong consumer acceptance of the re-designed Forester.
Hyundai, with sales up 1 percent, has benefited from the successful launch of the Genesis, its first true luxury product now available as both a coupe and sedan.
Kia's sales increase of 1 percent was multifaceted and included the redesign of its Amanti midsize sedan, as well as considerable incentive dollars invested in both its Sedona minivan and Sorento midsize SUV.
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